Novum Design Award

Packing Design Category



Project Title

Hubble beer

Project Function


Project Location


Project Tags

Packaging, beer, label, beverage, drink, can

Office Name

Francesco Paternoster

Team Members


Office Link


Francesco Paternoster

Project Description

Concept Branding and Packaging for an Italian brewery. The aim of this meta-project was to study a possible relationship with
alchemy, illustration and packaging. The can is not treated as a simple package but is conceived as book page in which an
entire story of beer, ufos and stars is written.
The inspiration comes from ancient prints found on seventeenth-century books, depicting scenes of alchemical
transformation, botanical illustrations and fantastic creatures. The illustrations have a high level of details that define
volumes, lights and shadows. All the lines are irregular to reflect the same aesthetic produced in the early days of letterpress
printing: at that time, illustrations were reproduced through the engraving of wooden matrices or metal surfaces. Once
imprinted on the sheet, the paper absorbed the ink, producing imprecise lines with variable color density.
The name Hubble takes inspiration from the space telescope launched into orbit to explore planets and deep space. The
brewery's founding year was imagined in 1896, but the name of the Hubble beer was taken from an object launched into
space in 1990. Will it have to do with space-time distortion?

Project Link

Image Credits

Francesco Paternoster

Hubble beer


DESIGN SCORE:      /100

Novum Design Award Winner in


This amazing Design has an opportunity to recieve the Most Popular Design of the Year Award 2020. For participate public voting press the facebook like button below once between 15.08.2020. - 15.09.2020. 15:00 UTC+1. In every category, the most liked Design will win the the Most Popular Design of the Year Award. Feel free to share this page with your family, friends, colleagues, customers and design lovers! Announcement of the results: 15.09.2020. 20:00 UTC+1

Registration for Novum Design Award 2020 is open!